After what was an incredible year in 2024 for the branded residences sector, we take a deep dive to see what could be in store for the sector, with our branded residences global outlook for 2025 overview.
The Branded Residences Sector 2024 Snapshot
The branded residential sector added 240 new projects across 100 global markets in 2024 according to the (Savills Branded Residences Report 2024/25) which demonstrates a significant expansion.
Not only was there this expansion of new developments, but there was also a real hunger from property buyers to purchase branded residences.
Last year was not uncommon for projects to sell out on launch day or have 50% pre-sold before the official launch announcement.
This was seen regularly in Dubai and the Middle East, but also globally with the majority of projects being launched enjoying high take up rates for eager property investors and home buyers.
2024 represented a year whereby, there was also fuller understanding of branded real estate, from property investors, and also a surge in new brands entering the space, which brought greater attention to the projects that were launched in 2024.
There are currently more than 200 brands now actively involved in branded real estate according to Graham Associates report :Branded Residences: A Compendium, and more than 60 of those brands are non hospitality brands, coming from a wide spectrum of industries, from fashion houses, F&B, automotive to publishing.
Whilst traditional luxury hotel brands such as Ritz-Carlton and Four Seasons remain market leaders, there was definitely a shift in market sentiment in 2024, with a new generation of buyers looking for branded homes.

Let us take a more detailed look into the Branded Residences Global Outlook for 2025 the wider luxury real estate sector.
Branded Residences Growth & Expansion
The geographical spread of branded residences continues to evolve and change. North America, the sector’s birthplace, has seen its global activity decrease from over 50% before 2015 to an expected 25% by 2031.
Asia Pacific’s growth trajectory suggests it could match North America’s market share within 12 years, while the Middle East and Africa show the strongest growth at 270% from 2024. These properties typically function as second homes for frequent holidaymakers.
Dubai maintains its position as the leading market for branded residences, followed by Miami, New York, and Phuket.
Cairo demonstrates remarkable potential, with projects expected to increase from two to 22 during the forecast period.
Global gateway cities historically showed lower brand premiums due to established competition and market dynamics. Recently, these premiums have risen to 27%, approaching the global average.
Success in these markets requires distinct lifestyle offerings and unique amenities.
Emerging cities command the highest premiums at over 45% above non-branded properties, driven by economic growth and increasing HNWI populations.
Resort destinations maintain a 34% premium, exceeding global averages. Premium variations depend on market composition, local dynamics, and buyer demographics.
Market Composition Hotel Branded vs Non Hotel
Hotel brands dominate the global branded residence sector at 79%, with luxury properties comprising two-thirds of hotel-branded developments.
Investment, focused buyers typically emerge in upper-upscale segments, while lifestyle buyers gravitate toward upscale and lower tiers.
Non-hotel brands now represent 21% of the global branded residence sector, a slight increase from previous years, we expect this trend to continue, mainly due to the expectance of new brands continually entering the market, and a wider range of developers who are now looking for alternative options for their developments.
YOO leads the non-hotel branded space, while Pininfarina shows significant activity, particularly in South America, with projected 650% growth in its global network. ELIE SAAB and The Trump Organisation are extremely active, and we expect this to continue into 2025 and beyond.
Standard amenities for non hospitality branded residences include 24-hour concierge, fitness centers, residence lounges, housekeeping, resident lounges, restaurants and high quality ongoing maintenance.
The overall fit out and design take priority in these developments, often coming fully furnished using design elements and ethos of the associated brand.
Buyers are also increasingly prioritising wellness features and sustainability elements, including efficiency in design, renewable energy, and smart building systems.
We expect projects that offer a sustainable lifestyle and complete wellness facilities, will be just as appealing and important for buyers as the “Brand Association.
Standalone Branded Residences
Standalone branded residences accounted for 8% of global projects in 2023, projected to reach 12% in coming years.
This is an interesting sector of branded real estate, the standalone refers to there being no onsite hotel, but in general they are normally managed by a hotel brand.
Standalone developments, suit developers who wish for the brand association and management skills of a hotel brand, but do not want to own and develop a hotel.
It could also be argued that standalone branded residences are more private and exclusive for homeowners, because the entire building and it’s services and amenities are exclusively for the owner.
The Ritz-Carlton leads this category, with standalone properties representing over one, third of its portfolio.
We expect to see a greater percentage of standalone developments in 2025.

The Branded Residences Market
The branded residences sector’s compound annual growth has consistently ranged between 11% and 16% over each two-decade period since 2000.
Sustaining this trajectory requires operators and brands to secure 200-250 new projects annually for the next decade.
Resort destinations, particularly in the Mediterranean and Caribbean, represent significant opportunities for second homes.
Sun and sea resort, destinations like Dubai, Miami, and Phuket comprise 14% of the resort market share, while ski resort destinations account for 100 projects globally.
The sector continues to expand as operators and brands explore new markets and development opportunities, responding to sustained demand from high-net-worth individuals with international lifestyles.
The bar for amenities, services and ownership benefits, will continue to rise in 2025 as developers work to transform the luxury residential experience, and remain competitive and appealing to buyers in this ever growing completive market.
Conclusion: Branded Residences Global Outlook 2025
2024 was and excellent year for branded real estate development, and the data, projections, market sentiment and overall appeal of branded residences, does not seem to be slowing, the opposite in fact.
Just couple of weeks into 2025 and we are already seeing announcements of new projects, a general positive outlook from hotel brands, new non hospitality entrants to the sector, and an overall feel good factor from real estate agencies, about the year ahead for the luxury real estate sector.
Coldwell Banker Global Luxury® program, the The Trend Report 2025 which is a comprehensive analysis of what’s new and noteworthy for high-net-worth real estate, highlighted some key areas of buyer motivations and trends.
We see branded residences being able to cater to many of these trends and motivations.
- Over 85% of Luxury Property Specialists express optimism for buyers, and 74% for sellers, indicating a positive market outlook for 2025.
- An Increasing inventory is creating more opportunities for buyers, potentially unleashing pent-up demand.
- Affluent women are a dominant force in luxury real estate, driving demand and influencing purchasing decisions
- Over 60% of Luxury Property Specialists rank indoor/outdoor living as a top feature among their clients, reflecting a growing demand for seamless indoor-outdoor spaces.
- Affluent buyers are increasingly focused on value, seeking properties that offer unique experiences and long-term returns.
- Wealthy individuals are seeking new locations that offer lower taxes, economic opportunity, safety, lifestyle benefits, and favorable climates.

BRESI stands as the world’s premier and first of its kind online marketplace exclusively dedicated to the marketing, selling, and showcasing luxury branded residences for sale across the globe.
BRESI provides an elite property portal where property developers, international hotel groups and exclusive real estate agencies can promote their portfolio of luxury branded residences.
The companies mission is to highlight the world’s best branded homes available for sale, offering real estate buyers unprecedented access to search for the finest branded properties worldwide.
Through comprehensive market intelligence, branded residences press releases, expert insights, and branded residences news our goal is to become the go to platform for everything branded.
Our platform showcases an unparalleled collection of hotel-branded and designer-branded properties that define contemporary luxury international real estate.
DISCLAIMER: All information in this article is for information purposes only. For more detailed information please visit the links cited in the article. BRESI claims no copyright to any of the images.
- Branded Residences Global Outlook
- Staff Writer
- Additional Sources:
- The Trend Report 2025 Coldwell Banker Global Luxury®
- Savills Branded Residences Report 24/25